The difference between marketing and branding is like the difference between the moon and the sun. The sun is the source of all light, life, and warmth. It makes the trees grow and the flowers bloom. It is the reason we are all here. That’s your brand.
The moon is an attractive rock that orbits the planet and reflects the light of the sun. That’s marketing. Get it right, and your customers will understand instantly why they should value your brand over your competitors. Get it wrong, and you could end up strengthening your competitors’ brands.
Branding is who you are and marketing is how you build awareness. Branding is your strategy, while marketing encompasses your tactical goals. In order to determine who your brand is, you need to ask yourself several questions. Questions that go beyond industry generalizations, and services or products offered and also questions to determine who you are as a company, and more importantly, who you are as a brand.
When speaking of marketing vs. branding, marketing refers to the tools you utilize to deliver the message of your brand. Marketing will continually change and evolve, just as the products and services you offer will continue to change and evolve. Marketing will be directly and specifically geared towards sectors of your target audience, all while supporting the core values of your brand. Marketing is vast and wide. It can be heartfelt, funny, or serious. It can be any mix of text, keywords, photos, charts, graphs, and videos.
Difference Between Marketing and Branding:
Building a brand is so much more than the sum of its parts. When creating graphics, content, marketing campaigns, and web design, you may feel you need to choose any one of these over your brand strategy, even if for a short period of time. Before you set aside your branding standards to concentrate on any other part of your company, remember this: brand strategy always comes first.
- Marketing is your message. Your brand is who you are: When done right, your brand is your reason for being. It is the unique, authentic, singular value you offer to your customers. It permeates the culture of your company, and it is communicated to your customers every time they see, feel, touch, or experience your brand—not just when they experience a marketing message.
- Branding comes first, marketing second: Your marketing may be your company’s vehicle to carry your message to the world, but without a brand driving that vehicle, you can’t go anywhere. Your marketing campaigns must match your brand values. Once a campaign is over, your brand is still there, ready to drive the next campaign. When the two don’t align, your customers may change they way they perceive your business.
- You own your marketing: your consumers own your brand: Compared to branding, marketing is easier to control and to comprehend. You write the headlines, you choose the art, you post the Tweets. You measure conversions or awareness, and determine whether your marketing is a success or a failure.
Something a little scary happens between your marketing efforts and your customers’ actions that’s branding, and while your marketing, customer service, and other consumer touch points influence your brand, you cannot manufacture brand value by yourself.
- Brand Strategy Before Design: Your company logo and website may be the image you show the world, but they’re never more important than your brand strategy. These images only show the world what you look like, not who you are. Once you understand what you offer your unique value proposition you can then determine how to share that through design.
- Brand Strategy Before SEO: Many companies consider how they want to be found when they should focus on why they want to be found. Before you concentrate on the content of your website, you must first establish your brand strategy. Remember, too, that Google is constantly updating quality guidelines for website content, so your content strategy could be obsolete within months. Your brand, however, will always remain.